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Where's the Fire? State Farm Gets Less Wordy in Logo Refresh

Insurance Giant Removes 'Auto, Fire, Life' in Aim for Modern Look

State Farm is taking on a new look for the new year. The insurance giant is stripping the words "auto, fire, life" out of its familiar red three-oval logo in a move to simplify the design while also emphasizing that the marketer offers a lot more services these days, such as State Farm Bank. The new logo, by brand design firm Chermayeff & Geismar, is the first refresh in nearly 60 years.
State Farm's old logo

"Today we offer a broad array of insurance and financial services that help people get to a better state," VP-Marketing Pam El said in a statement. "In today's digital and mobile world, this simple and contemporary design makes for a bolder presence in the marketplace, whether it's through a billboard, television advertising, a sign outside an agent's office, online or through one of our mobile applications."
State Farm's 2012 logo

State Farm -- which was founded by a retired farmer in 1922 -- plans to phase in the logo beginning Jan. 1. The insurer's creative agencies are Omnicom Group's DDB, which handles general-market ads, and Translation, whose work is targeted at young adults.

What do you think of the new look, adland? The comment section is open.